Copy: every year 1 out of 500 people will suffer from cancer. 1 out of every 500 Caretas magazines includes this warning. It can happen to anyone. Get a checkup.

A powerful ad. But I imagine the media guy started sweating when he heard the creatives wanted to cut his reach by 99.8%. Let's say, for easy math sake, that Caretas magazine has a 100,000 subscriber base (I have no clue). If that were the case only 200 people would have seen this ad. However Caretas is a weekly magazine so as the ad continues to run the odds of a person seeing it go up. What I like about this ad is that it sacrifices reach to achieve impact. They could have churned out another "go get a check up" ad which most people would have flipped right past. Instead they created a an ad that hits you hard if you are lucky (or unlucky) enough to see it. Some might argue that the audeience for this ad is too small, but I bet it convinced more people to go get a check up, which is really all that matters. Excellent thinking by PragmaDDB, Lima, Peru.